Houston gets a taste of exclusive designer wear
The Express Tribune talks to Sabeen Syed who has taken the fashion scene by storm in Houston.
LAHORE:
Women have been exporting shalwar kameezes to expatriates for decades now, either as coveted products in exhibitions abroad or as presents to their friends and relatives living in foreign countries.
While the nature of their business has always been rather low key, the growth of fashion within the country has been met with an equal expansion abroad. The Express Tribune talks to Sabeen Syed who has taken the fashion scene by storm in Houston.
How did you start this exhibition business?
I started out with just getting clothes from Threads and Motifs but apart from that I have also drawn in Satya Paul, Faiza Samee and the Labels in-house line. I also intend to get Elan, Shehla Chatoor, Umar Sayeed, and Khaadi Khas for future exhibitions.
Which designer label is the most popular?
If there’s an Elan outfit people won’t even look at the clothes by other veterans of the fashion industry. The fine craftsmanship and the quality of the fabric make Elan an instant hit with customers. I have also come across some new talent such as Sabahat Raja, whose designs also fair quite well in the market.
Is there a demand for such high end fashion labels amongst the desi community abroad?
People abroad are very fashion conscious. However, unlike Pakistani trends that give clothes a western edge, consumers abroad want very traditional outfits. I personally adore the long hemline rage and usually have customers calling to see if they will be entertained two to three hours before the show begins but I strictly disallow it: everyone must get a fair chance to get what they want.
So how does your business operate? Do you work by e-commerce or just exhibitions?
E-commerce is tricky because so called designers locally and abroad plagiarise so much; but social networking via Facebook is a crucial aspect of my business. I hold regular exhibitions and meet clients by appointments only. I am a buyer not a stockist or retailer, I purchase all my garments up front and they are shipped to me by the designers themselves.
How are your exhibitions any different from the countless other exhibitions that take place so regularly in the desi community abroad?
I always try to offer an entire shopping experience. From a sophisticated venue, to trim cut invitation cards, my exhibition is a meticulously collaborated event and I always serve finger food and drinks to my customers.
Would people not prefer calling for the same outfits from their families in Pakistan rather than purchasing them from your exhibitions?
I have some very loyal customers that wait all year round for my exclusive exhibitions. I am very strict about quality control and have zero tolerance for plagiarism. So my clientele is assured of the very best.
Also since I buy in bulk, I tend to sell clothes at my own prices. So many a times, my prices are lower than what one gets locally. However, there are so many small designers in Houston that offer clothes in every price range depending on the fabric that it sets up tough competition and it took me a while to establish my niche. In order to establish a solid reputation for myself I knew I had to kill the cheap polyester clothes market to create standards for the Pakistani products even if it meant selling designer labels at a lower cost.
What are the price points that work best abroad?
No matter how big a designer label is, women aboard will happily buy within the $200 range. Anything beyond that is an over-stretch.
Published in The Express Tribune, December 16th, 2010.
Women have been exporting shalwar kameezes to expatriates for decades now, either as coveted products in exhibitions abroad or as presents to their friends and relatives living in foreign countries.
While the nature of their business has always been rather low key, the growth of fashion within the country has been met with an equal expansion abroad. The Express Tribune talks to Sabeen Syed who has taken the fashion scene by storm in Houston.
How did you start this exhibition business?
I started out with just getting clothes from Threads and Motifs but apart from that I have also drawn in Satya Paul, Faiza Samee and the Labels in-house line. I also intend to get Elan, Shehla Chatoor, Umar Sayeed, and Khaadi Khas for future exhibitions.
Which designer label is the most popular?
If there’s an Elan outfit people won’t even look at the clothes by other veterans of the fashion industry. The fine craftsmanship and the quality of the fabric make Elan an instant hit with customers. I have also come across some new talent such as Sabahat Raja, whose designs also fair quite well in the market.
Is there a demand for such high end fashion labels amongst the desi community abroad?
People abroad are very fashion conscious. However, unlike Pakistani trends that give clothes a western edge, consumers abroad want very traditional outfits. I personally adore the long hemline rage and usually have customers calling to see if they will be entertained two to three hours before the show begins but I strictly disallow it: everyone must get a fair chance to get what they want.
So how does your business operate? Do you work by e-commerce or just exhibitions?
E-commerce is tricky because so called designers locally and abroad plagiarise so much; but social networking via Facebook is a crucial aspect of my business. I hold regular exhibitions and meet clients by appointments only. I am a buyer not a stockist or retailer, I purchase all my garments up front and they are shipped to me by the designers themselves.
How are your exhibitions any different from the countless other exhibitions that take place so regularly in the desi community abroad?
I always try to offer an entire shopping experience. From a sophisticated venue, to trim cut invitation cards, my exhibition is a meticulously collaborated event and I always serve finger food and drinks to my customers.
Would people not prefer calling for the same outfits from their families in Pakistan rather than purchasing them from your exhibitions?
I have some very loyal customers that wait all year round for my exclusive exhibitions. I am very strict about quality control and have zero tolerance for plagiarism. So my clientele is assured of the very best.
Also since I buy in bulk, I tend to sell clothes at my own prices. So many a times, my prices are lower than what one gets locally. However, there are so many small designers in Houston that offer clothes in every price range depending on the fabric that it sets up tough competition and it took me a while to establish my niche. In order to establish a solid reputation for myself I knew I had to kill the cheap polyester clothes market to create standards for the Pakistani products even if it meant selling designer labels at a lower cost.
What are the price points that work best abroad?
No matter how big a designer label is, women aboard will happily buy within the $200 range. Anything beyond that is an over-stretch.
Published in The Express Tribune, December 16th, 2010.